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Discover how marketing analytics increases business performance.

Marketing measurement has never been more important. To understand how successful
marketing organizations are turning all of this data into results, Google
commissioned Forrester to perform an in-depth, quantitative study of 150
marketing, analytics, and information technology executives that are investing in
digital channels, media, and marketing tools.

Increasing business performance with marketing analytics.

Marketers must be able to tie marketing performance to business results.
Fifty-three percent of sophisticated marketers stated they adhere to
well-established marketing metrics. These top organizations are more than three
times more likely to hit their goals than other marketing organizations.

Choosing the right tools is imperative to success. Only 26% of marketers
surveyed believed that their marketing analytics tools are well integrated and
work seamlessly together and nearly 60% of marketers said that marketing
analytics tools are difficult to use for other stakeholders within their
organizations. But marketers with integrated, easy to use tools were more likely
to outperform revenue goals.

Successful marketers are implementing complete marketing analytics platforms.
Sophisticated marketers who deploy a complete marketing analytics stack are 39%
more likely to see improvement in the overall performance of their marketing
programs.

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